Brand mission: Custom wheel manufacturer based in Los Angeles, CA. All of the wheels are built and finished in house with American parts. Founded in 2006.
Market insight as to why the product is hot: Forgiato Wheels have been featured in multiple popular music videos including “Who Do You Love” by YG and Drake, “Sittin Low” by Young Jeezy, and “Okay With Me” by Gucci Mane and 2 Chainz. Several celebrities have publicly shown their vehicles with Forgiato Wheels including Michael Jordan, Nicki Minaj, 2 Chainz and the #2 Amazon influencer for teens Kylie Jenner.
Why will it do well on amazon: More and more people are using part finder/ are using Amazon for automotive needs instead of dealerships. Maintaining an automotive catalog with the numerous variations and high sku counts is a daunting task and not many firms are in a good position to compete. Having said that, the consumer is definitely switching online, with a CAGR online for the category of >16% in 2019.
With over 1.1 million Instagram followers and an established foothold in celebrity culture they would have an easier time overcoming “the cold start problem” and capitalizing on their existing branded search index to capture an outsized share of the market on Amazon.